Art Dubai 2019

Project scope
Event Branding, Advertising Campaign, Collateral, Signage & Wayfinding

Photography
Joshua Lawrence

In 2019 Art Dubai refocused the brand’s vision for the future of the fair. Having always had a strong representation of African, South American and South Asian art a clear purpose was developed to evolve the current Western-led conversation ‘to better reflect the world we will be living in tomorrow’ and help develop the art centres of tomorrow.

The creative campaign for 2019 was used to help launch the fair’s new positioning and purpose. The concept focused on the convergence of the art world into Dubai. Working with photographer Joshua Lawrence we created images from Africa, South America and Dubai that visually represented an abstract confluence. Exploring the complexity of this meeting of the fair’s global audiences. Demonstrating Art Dubai as a platform to showcase art from countries/regions which have newly emerging markets that are currently underexposed.

For the roll-out of the campaign, each image was paired with a unique colour to bring the Art Dubai brand mark to life and add a tactile layer of vibrancy to everything.

Art Dubai 2018

Project scope
Event Branding, Advertising Campaign, Collateral, Signage & Wayfinding

M&B collaborated with Art Dubai to create its 2018 campaign. The theme for the campaign was data and its use to tell stories, create engaging experiences and adaptive narrative. We wanted to harness the power of data to communicate how the story of Art Dubai is connected to Dubai’s advancement.  

From the fair’s beginnings in 2006 to now there has been a year on year growth of visitors through the doors and galleries participating. Broadening the data reach, we explored what has happened in Dubai over the same period of time. Looking at how the city’s expansion has evolved, adapted and thrived in direct correlation.

There were 3 unique stories developed and applied to each of the fair's invitee tiers:

Patrons Circle collateral tells the amazing story of the development of the educational landscape in Dubai. Utilising the enrolment figures of students across all ages, both Emirati and expat, from schools through to universities.

Collectors Circle collateral tells the story of tourism and its diversification. Showing Dubai’s growth from a resort destination to a cultural one, due in part to events like Art Dubai. 

VIP collateral ties the campaign story together by utilising the engagement level of the unique platforms used as communication tools by Art Dubai and connecting that to the overall growth of social media in Dubai.